What is General Data Protection Regulation (GDPR)?• The General Data Protection Regulation (GDPR) (EU) is a regulation in EU law on data protection and privacy for all individuals within the European Union
• It addresses the export of personal data outside the EU
• All the Data Processor / Analytics tool in the world should adhere this regulation
• This Regulation come into effect on 25th May’18

• 14 months – If we set 14 Months Data Retention Period, Data (User & Event Level Data) Older than 14 Months will be deleted from GA
• 26 months – If we set 26 Months Data Retention Period, Data (User & Event Level Data) Older than 26 Months will be deleted from GA
• 38 months – If we set 38 Months Data Retention Period, Data (User & Event Level Data) Older than 38 Months will be deleted from GA
• 50 months – If we set 50 Months Data Retention Period, Data (User & Event Level Data) Older than 50 Months will be deleted from GA
• Do Not Automatically Expire – if you choose "do not automatically expire" will remain, as "Do not Automatically Expire" means that when you choose this option in data retention the data will remain till the time the account is not trashed/purge

Reset New Activity

• Reset New Activity ON – if the Reset New Activity is “ON”, the specified retention period will be reset everytime the User Intimates the new session. For Example: If a user hit our site on 5th Apr’2018 & again revisit on 10th April then the Data Retention Time Interval will be reset to New Session Data Stamp
• Reset New Activity OFF – if the Reset New Activity is “OFF”, the specified retention period will be not reset everytime the User Intimates the new session. For Example: If a user hit our site on 5th Apr’2018 & again revisit on 10th April then the Data Retention Time Interval will not be reset to New Session Data Stamp, it will retain the First Data Stamp of 5th Apr’18

Default Data Retention Period

GA Free Version default data retention period is 2 Years
GA Premium Version default data retention period is 3 years